What really caused the customer to buy? Was it the display ad seen while reading an article online? Could it have been the paid search ad they saw on Google? How about the print ad in the Sunday paper? For marketers that run media across channels and audiences, they routinely face the challenge of trying to attribute success to a particular campaign or media. This insight allows more effective investment and allocation of marketing resources for future campaigns. However, most marketers can only compare performance across platforms or media, without making a direct comparison of investment performance. There have been other approaches to rationalize and compare performance across the digital channel. Approaches such as…